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Ways to exploit Facebook’s capabilities: Finding the appropriate communication strategy

Strategic Direction

ISSN: 0258-0543

Article publication date: 9 March 2015



This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.


This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.


Business success today depends to a considerable extent on creating positive relationships with customers and the wider public. Consumers are more informed and knowledgeable than ever before. Long gone are the days where they meekly accepted the passive role in their associations with firms. Belief in organizational omniscience has consequently become something of a rarity too. The Internet bears much responsibility for this shift in the balance of power. And the advent of social media (SM) and other Web 2.0 technologies has served to accelerate the trend further. To certain organizations, such developments will be seen as a challenge to their traditional dominance. But prudent operators invariably think more in terms of opportunity rather than threat when change occurs.

Practical implications

The paper provides strategic insights and practical thinking that have influenced some of the world’s leading organizations.


The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.



(2015), "Ways to exploit Facebook’s capabilities: Finding the appropriate communication strategy", Strategic Direction, Vol. 31 No. 4, pp. 1-3.



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